Ashleigh Dempster started AKID in 2014 because she was unable to find stylish, long-lasting, comfortable shoes for her children. Trends that typically are seen on adults are rarely found in kids sizes and Dempster wanted that to change. The line launched with eclectic sneakers and slides that went viral. She had figured her friends and family would want to dress their children in AKID, but A-list celebs such as Kim Kardashian, Jessica Alba, Drew Barrymore, Jaime King, Molly Sims, Beyonce and Jay-Z, Justin Timberlake and Jessica Biel, Charlize Theron, Selma Blair, January Jones, Mila Kunis and Ashton Kutcher, Kourtney Kardashian, and list goes on, were obsessed with styling their kids in AKID.

With such high demand coming from all directions, department stores like Nordstrom, Bergdorfs, Saks and Bloomingdales couldn't get enough. Dempster, on the other hand, realized that scaling too fast was detrimental to the brand's identity and mission. After a few years in retail, Dempster decided to scale back by focusing only on direct to consumer. Many entrepreneurs may see scaling back as a "failure," but it was, in fact, a success for the brand and a great lesson for other new entrepreneurs on scaling too fast. As the five year anniversary of AKID approaches, Dempster shares the lessons she's learned from her first brand.

Yola Robert: As a mother of 3 kids, Why did you feel a line like AKID was needed in the market?

Ashleigh Dempster: The idea for AKID was born when my oldest son started walking. Simply put, there wasn’t much in the footwear space for kids other than the large global companies whose children’s line is an extension of their adult business. In addition, most kid-specific brands were marketing in a cutesy, whimsical, "pink and blue” way that didn’t resonate with me.

Fashion for me is individual and free for interpretation; so when I set out to create something that I was looking for, it was a brand that is gender-neutral and true to who kids are - unfiltered, missing teeth, scratches and all! Being “a kid” is the true meaning of our brand. Our slogan #JUSTBEAKID is our rally cry. Kids are raw and truthful. They speak from their hearts. Their creativity is unfiltered and abundant. And that’s the DNA of AKID Brand.

Robert: When did you know that this was no longer a side project, but a full-fledged business?

Dempster: It wasn’t until we hit our first major production issue that I took a step back and asked myself if I was in or out. Because if I was in, it clearly wasn’t going to be easy and my full commitment was needed to build this brand. The rest is history.

Robert: Two years ago you were in major retailers like Bergdorfs, Nordstrom, Saks, etc. Why did you decide to pull back from wholesaling and focus on the mission of AKID? What can other consumer brands learn from AKID's refocus?

Dempster: The interesting part of my journey so far is that my vision for AKID as a direct-to-consumer business was always the right one. I just didn’t know it at the time.When I launched I had zero experience in footwear so I was easily distracted by all the wholesale and distribution opportunities that presented themselves. I didn’t have the right team to support the demand. That, coupled with production issues put in me in a position where I was pouring all my time, energy and resources into an antiquated model where I was losing control of the brand on the other end.

In addition to this, we always had difficulty fitting into the box that the retailers needed us to fit in. I remember during my first big meeting with a large department store they asked me to divide my collection into boys and girls. As a gender-neutral brand, this should have been my signal to walk out the door. Last Fall I made the decision to move away from wholesale. It was a scary call as it cut our production into a fraction of what it was but the right one as we will be much better off in the end. My focus right now is to nurture and grow my customer relationships and build on our freshly launched apparel line to offer product from head to toe.

Four years ago I launched our annual Egg Hunt in LA which is a by invitation only event for over 300 customers and friends of the brand. Not only do we offer a giant chocolate candy and egg hunt for the kids but we always support a local charity through a clothing and shoe drive. The event has become a tradition now and it’s these type of experiences that allow me to connect with my loyal customers. This is not to say some form of wholesale or retail presence is not in our future. It’ll just be done in a very thoughtful, unique way.

Robert: You have self-funded AKID from the very beginning. Why have you not raised money and should new brands focus on raising money in their early stages?Dempster: Since inception, I have been approached a handful of times with opportunities to partner/ take on investors but to be completely honest, I didn’t feel ready. Creating the foundation for AKID on my own dime has allowed me to gain a solid understanding of the industry, build a good team and truly test the waters on whether this idea of mine has legs. Now 5 years in, I know the industry, I know how to make the product, I know my customer, and I know where AKID fits in the children's fashion space. Not to mention, we are now one of the only independent children’s brands that offer both footwear and apparel.Robert: What is one failure or setback that you were able to turn into a success?Dempster: Going too wide too soon. I felt like such a failure when everything was spiraling out of control but all of those mistakes I made during that time will not be duplicated. And only through those mistakes could I have learned what is best for the brand and the direction moving forward.Robert: What can we expect in the future from AKID?

Dempster: Trendsetting designs, quality product, amazing customer service and a global community of customers who enjoy fashion as much as we do! Oh, and to become the number one footwear and apparel brand for children.